Sponsorship

Question 1

sponsorship a 5th element of the promotion mix includes?

Answer 1

1. Personal Selling
2. Advertising
3. Publicity
4. Incentives (AKA sales promotions)

Question 2

platform

Answer 2

The central theme around which the sponsor can develop a consistent promotional message

Question 3

importance of sponsorships

Answer 3

1. doesn’t offer a direct message as to why a brand should be purchased
2. Must persuade the customer that the brand is worthy
3. Need to amplify the message to audience; sponsorship alone will not translate into sales

Question 4

two basic costs of sponsorship platforms

Answer 4

1. Direct sponsorship investments

2. indirect sponsorship investments

Question 5

example of direct sponsorship investment

Answer 5

Tim Horton’s have a spending cap for sponsorships, commercials

Question 6

example of indirect sponsorship investments

Answer 6

Servus facility in St. Albert

Question 7

media involvement

Answer 7

1. Extent of anticipated media involvement prominent in negotiations
2. Media coverage a key to brands seeking increased awareness or image enhancement

Question 8

3 ways to pursue media coverage

Answer 8

1) negotiate trade-outs with TV, radio, or newspaper
2) media pays to sponsor event in exchange for rights to sell other sponsorships
3) secure editorial coverage

Question 9

negotiate trade-outs with TV, radio, or newspaper

Answer 9

1. involves media provision of ad space for property to promote the event.
2. agreement to give a certain amount of coverage of the event.
3. use of promotional and production expertise. In exchange media receives rights to transmit event, event merchandise or tickets to be given away as prizes; VIP packages to advertisers, and a portion of property’s paid advertising.

Question 10

media pays to sponsor event in exchange for rights to sell other sponsorships

Answer 10

media have strong existing relationships with sponsors and may do a better job of attracting sponsors for an event. Have a vested interest in the success of the event

Question 11

secure editorial coverage

Answer 11

make sure that sponsor name is used in media. Mentions in media gives credibility. Provide interesting stories that media will want to cover

Question 12

Signage

Answer 12

Identifying the company of sponsorship

Question 13

Awards

Answer 13

Sponsorship have awards for staff

Question 14

Internet

Answer 14

Social media ads

Question 15

Retail promotion

Answer 15

Products that is advertised as an impulse

- Costco samples

Question 16

Personalized service

Answer 16

Word of mouth

Question 17

Licensing

Answer 17

Clothing, mugs, etc. Useful because endure long after the end of the event

Question 18

factors of sponsorship commitment

Answer 18

1. need time to establish linkage
2. legacies may form with long term relationships
3. recommended 3 year period

Question 19

2 reasons why sponsors do not renew

Answer 19

1. sponsor management or market conditions may change

2. reduction in impact of sponsorship

Question 20

alcohol sponsorship

Answer 20

1. sports fans drink beer and beer drinkers watch sports
2. both men and women, maximum beer consumption and sports participation peaks between ages 18-29
3. males 18-34 are 20% of the population that consumes 70% of beer

Question 21

types of benefit packages

Answer 21

1. title sponsor
2. presenting sponsor
3. official sponsor
4. official supplier

Question 22

title sponsor

Answer 22

1. name gets integrate into the event
2. input into organization of events (location, time held, etc.)
3. result in increased costs

Question 23

presenting sponsor

Answer 23

1. usually pay 1/2 - 1/4 of what title sponsor pays
2. given rights to association within a specific product category
3. tries to narrow categories to increase the number of possible sponsors

Question 24

official sponsors

Answer 24

1. pay 10% of title fees
2. part of product categories not reserved by presenting sponsors
3. allows smaller companies with fewer money to have sponsor opportunity

Question 25

official supplier

Answer 25

1. do not have obvious link to event | 2. offer goods or services to organization staging the vent

Question 26

pricing sponsorship

Answer 26

1. types of benefit packages allow sponsors to choose level of investment 2. potential sponsors usually presented top-level package first 3. acceptability of the pice will depend on other sponsorship opportunities available 4. do not price will depends on other sponsorship opportunity available 5. most fees paid upfront

Question 27

official status

Answer 27

the sponsorship category, rights, etc.

Question 28

sponsorship fees

Answer 28

1. how much fee? 2. when it is paid? 3. whether it Is refundable 4. is it secured

Question 29

title rights

Answer 29

1. how does sponsors name appear | 2. awards and trophy presentation

Question 30

TV exposure

Answer 30

1. who owns the rights | 2. the right of first refusal for 3. advertising

Question 31

public relations and media exposure

Answer 31

1. will the athletes mention sponsors in media interview | 2. will sponsor be named in media releases

Question 32

logo use

Answer 32

1. can sponsors make and sell merchandise | 2. how can sponsor use organizations logo or special logo developed for the event

Question 33

signage

Answer 33

1. banners, patches, flags, etc. | 2. how big and how many

Question 34

advertising rights

Answer 34

1. how can the sponsors use the event for advertising purposes 2. can photos be used

Question 35

athlete use

Answer 35

1. will the athlete make personal appearances on behalf of sponsor 2. attend social gathering

Question 36

hospitality rights

Answer 36

1. hospitality tent | 2. provides tickets for clients and tie-in prizes

Question 37

point of sale promotion

Answer 37

1. products sold on site | 2. sponsor on and off site promotions

Question 38

direct mail lists

Answer 38

1. mailing lists of ticket holders may be available to sponsors

Question 39

product sampling

Answer 39

space made available for product display and sampling

Question 40

legal liability

Answer 40

responsible for injuries to spectators, athletes, etc

Question 41

future options

Answer 41

1. duration of sponsorship 2. rights to renew 3. increased fees

Question 42

quantifying media equivalencies

Answer 42

1. duration of television coverage, including verbal and visual mentions 2, duration of radio mention 3. press coverage 4. calculate and assign a dollar value based on the rate paid

Question 43

impact of measuring sponsorship

Answer 43

1. relative attractiveness of different types of media coverage 2. quality of media coverage 3. amount of clutter

Question 44

issues of sponsorship awareness

Answer 44

1. recall is often faculty | 2. market leaders given credit for sponsoring